How Surrogacy and Egg Donation Agency Owners Fail: Poor Customer Service

You give them everything and they still want more! Well…that’s the attitude that will put you strait on the road to failure, especially in the surrogacy and donor agency business! Clients are paying out of pocket for your specialized services and they expect the best once they commit!

One thing that you need to do first and foremost is charge a fair amount for your services. If you are not getting paid enough to cover your expenses and your payroll then you will end up cutting corners. Corners that your clients WILL notice! I realize that there is a lot of competition out there (more in some states then in others) however charging far below the minimum of your closest competitor is not the way to go. My suggestion is to first figure out how much your competitors are charging and for what services. Next look at what you are offering and your overhead costs. Remember that it takes time to build a great reputation and a lot of hard work before an agency starts to make a real profit. Quick example: In the case of the effort spent on behalf of the surrogacy agency, it may take 3 IVF cycles and 2 surrogates for some IPs to reach the goal of having a baby. This could take 2 years of your agency’s time and commitment.

What is great customer service? You don’t have to look far to find out the answer…you only need to ask yourself what you would expect if you were in the same shoes as your clients. I know I may be preaching to the choir here because quite a few agencies are owned by past Intended Parents, Donors or Surrogates. Below is my short list for exceptional customer service:

*Phone calls or messages answered or returned promptly

*Clear communication

*Easy Accessibility to you or your staff (24 hour hot line available to clients who have retained your services)

*Taking responsibility for problems that may arise with you or your staff

*Going above and beyond when necessary

*Don’t avoid ‘difficult’ clients

*Never let more than 2 weeks go by without a phone call or e-mail to all parties involved (especially when things are going well)

*Refund when warranted (Read the post on Refunding)

*Offering up-to-date educational information to all clients. This means attending conferences and workshops within the infertility field so that YOU are educated and well informed!

So what if one or two of these little points are not on Your list? That doesn’t matter…because these items ARE on your potential client’s list along with many others. As I stated above, all you need to do is ask yourself how you would like to be treated, how you would feel "IF" and go from there. The way to build a great reputation is to offer the very best of you all in the name of customer service!

How Surrogacy and Egg Donation Agency Owners Fail: Lack of Communication

It doesn’t matter how large of a business you own, if there is little or lack of communication either between you and your employees or between staff and clients you will fail unless this problem is corrected. In the field of surrogacy and egg/sperm donation there really is a lot of room for miscommunication.

First is the non-verbal cues that are given when your telephone is not answered during business hours or messages are not returned within a reasonable amount of time. What this says about your business is that you have no interest in who is calling or why or that you are too busy to take or return the call. This leaves potential clients, donors or surrogates wondering about the quality of services provided by you and your staff. (If they ever do hire you. This is where you might lose a great GS or IP.)

A second common problem with miscommunication is when a client has been given different information by different people in your office. This can happen when staff has not been updated regarding new or existing donors or available surrogates, when the client is quoted different pricing for services, or regarding case management and program protocol.

Speaking of available donors or surrogates, remember to keep your data base updated. When you have unavailable profiles listed in your data base it sends the signal that you are misinforming the public and are sharing more donor or surrogate profiles then you really have available. It also raises hopes if someone is really interested in a profile only to find that the candidate is not available. Always remove a profile once she is talking with other IP’s. If it doesn’t work out you can simply return the profile to your data base. Adding available profiles as soon as you can is a great indication that you have full control of your data base and know exactly who is on there plus all the details.

My third point is continued communication throughout the donation/surrogacy process. Often times once the match is made and the surrogate becomes pregnant, agency owners assume all is well and may not contact the IPs, donor, or surrogate for weeks or maybe even months. If you are advertising ‘full service agency’ that should include checking in on all parties and making sure that procedures have gone smoothly, if the relationship is going well amongst all parties and if anything extra is needed, In the case of the donation it is important to make sure the donor has recovered from her procedure and it’s always nice to see if a pregnancy resulted.

My forth and final point is the communication with other professionals in your field. I am taking about the clinic and nursing staff, attorneys involved, escrow agency and the mental health professional. It is so important that every one know exactly what is going on with your clients. Even if you are not the one directly communicating with these other professionals it is a good idea to remind your clients to make contact at certain points of a match. For instance the attorney should know when the birth is expected to take place and whether it is a singleton or multiples so the proper paperwork will be ready, it’s also a good idea to remind a surrogate to make arrangements for a hospital tour with her IPs, you should tell the clinic if a miscarriage takes place or a twin is lost and the mental health professional might like to know how the match is going and if there is a need for follow up.

Failure to communicate with all parties involved such as your agency staff, clients, and other professionals can give you and your agency a poor reputation. These are all issues can be worked on and eventually fixed. Your future as an agency owner depends on great communication!

Happy New Year from LaMothe Services

Wishing you a very happy and prosperous 2016!